Tablets Vs. Smartphones

How Would You Like to Shop in the Future?

According to a Forrester report, “Mobile commerce is expected to grow.”

Before reading further, here are some jaw-dropping stats on Mobile Commerce:
- By 2016, the average American is expected to spend $1,738 online per year
- Mobile commerce revenue is expected to rise to $31 billion by the year 2016 [Forrester report]
- Online sales are expected to see a 162% increase by 2016
- Four out of five US smartphone owners, use phone to help with shopping [Google/Ipsos]
- 60% of tablet owners have purchased goods using a tablet

Smartphones and tablets have taken their place as the third and fourth screen after TV and desktop, in the consumers lives. The increasing number of tablet and smartphone owners in the U.S. is changing the way people shop.

According to a study, "The Future of Mobile News,” 22% adults in the US owns a tablet and 44% of U.S adults own a smartphone device.[Fig.1]

Fig.1

The number of smartphone users is expected to grow to 101.5 million in 2014 from 93.5 million in 2013. Whereas, the number of people using tablet devices is expected to rise to 89.5 million in 2014 from 75.6 million in 2013. The rate of change in the tablet users is much higher i.e. 18.3% as compared to the rate of change in smartphone users (7.9%).[Reference Fig. 2 & 3]

Fig. 2

Fig. 3

Users spent more time and money when they are shopping online. According to a recent research by eMarketer, “Mobile shoppers spend a surprising amount when using these devices — an average of $329 per order when on tablets and $250 when on phones.” Tablet devices are generating more revenue as compared to that of smartphone devices.

In fig. 4, the research clearly shows that tablet users buy products on their devices only, whereas, smartphone users make the purchase offline, i.e. either they visit the store and buy the product or they research more on their tablets before they buy.

Fig. 4

Though the number of smartphone users is more than the tablet users, tablets are contributing more towards the online conversions. People are more active on their tablet devices than smartphones. [Source : 3dcart]

Fig. 5

Mobile owners use their devices to shop, especially tablet owners who power couch commerce. Tablet owners are three times more likely to purchase than smartphone owners.

Fig. 6

Smartphones and tablets seem to have a strong hold on the retail sector; people use both devices differently while shopping. This makes it important for marketers to create different marketing strategies for both the mobile devices, a one-size fits all approach won’t work. According to a Forrester analyst, “marketers are making a big mistake if they lump the two together.”

Smartphone and tablet users have unique preferences, for instance, “Tablets are primarily used at home for consuming media, online shopping, and viewing along with TV, whereas, Smartphones are used on-the-go and at home for communication,” [Forrester Research Report]. The report also found that 75% of mobile consumers use smartphones while shopping in stores; only 8% use tablets. Mobile marketers can use these consumer habits to create better campaigns for better results.

So, do you need a tablet app or mobile app for your online retail business? To know more on the topic, keep a track on the next publication.

For more information on tablet app development and marketing strategy send in your email to marketing@ymedialabs.com